Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

1301-8752 1309-6338

Hacettepe Üniversitesi

10.17065/huniibf.426122

MARKA İMAJI, KURUMSAL İMAJ, MARKA GÜVENİ VE TÜKETİCİ İLGİLENİMİNİN DUYGUSAL BAĞLILIK ÜZERİNDEKİ ETKİSİNDE NOSTALJİ EĞİLİMİNİN ROLÜ: KÜRESEL VE YEREL MARKA KARŞILAŞTIRMASI

THE ROLE OF NOSTALGIA PRONENESS IN THE EFFECT OF BRAND IMAGE, CORPORATE IMAGE, BRAND TRUST AND CONSUMER INVOLVEMENT ON EMOTIONAL ATTACHMENT: GLOBAL VS. LOCAL BRAND

Arslan

Fatma Müge

MARMARA ÜNİVERSİTESİ, İŞLETME FAKÜLTESİ Altuna

Oylum Korkut

İSTANBUL ÜNİVERSİTESİ, SİYASAL BİLGİLER FAKÜLTESİ, İŞLETME BÖLÜMÜ

06 28 2019

37 2 215 240 05 22 2018 10 31 2018

1983

Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Nostalji, “bireylerin geçmişe duydukları arzu veya geçmiş günlerdeyaşananlara ve sahip olunanlara karşı hissedilen hoşlanma” olaraktanımlanmaktadır (Holbrook, 1993, p. 245). Son yıllarda pazarlama alanında,nostalji, tüketicilerde olumlu duygular uyandırmak amacıyla yaygın olarakkullanılmaktadır (Holak et al., 2007). Bu bağlamda, bu çalışmanın amacı Markaİmajı, Kurumsal İmaj, Marka Güveni ve Tüketici İlgilenimi’nin Duygusal Bağlılıküzerindeki etkisinde Nostalji’nin rolünü incelemektir. Kavramsal model farklınostalji eğilimi düzeylerine (yüksek/düşük) sahip tüketiciler açısından testedilmiştir. Ayrıca, bir küresel ve bir yerel marka için modelkarşılaştırılmıştır. Kolayda örnekleme ve yüzyüze anket yöntemi ile İstanbul ilinde643 anket toplanmıştır. Araştırma hipotezlerini test etmek amacıyla RegresyonAnalizi kullanılmıştır. Araştırma bulgularına göre, her iki marka ve her ikinostalji eğilimi düzeyindeki cevaplayıcı grupları için tüm bağımsız değişkenlerduygusal bağlılık bağımlı değişkeni üzerinde istatistiksel olarak anlamlı etkigöstermektedir. Ancak, gerek markalar gerek nostalji düzeylerine göre etkidereceleri ve sıralamalarında farklılıklar tespit edilmiştir.

Nostalgiais an ‘‘individual’s desire for the past or a liking for possessions andactivities of days gone by’’ (Holbrook, 1993:245). For the past few decades nostalgiahas been widely used in marketing in order to evoke positive feelings (Holak etal., 2007). Hence, the aim of this study is to assess the role of nostalgiaproneness in the effect of brand image, corporate image, brand trust andinvolvement on emotional attachment. The conceptual model is tested empiricallyagainst consumers of different levels of nostalgia proneness (low/high).Additionally a comparison is made between a global and a local brand. Conveniencesampling was used and data were collected from 643 consumers in Istanbul usingface to face interviews. Multiple regression analyses were used to test thehypotheses. The results showed that all of the independent variables hadstatistically significant effects on emotional attachment for both levels ofnostalgia proneness and for the global and the local brands. However,differences exist for the two samples (low/high nostalgia prone) and the twobrands (Çamlıca and Coca Cola) regarding the most effective variables onemotional attachment.

Nostalgia Proneness Emotional Attachment Brand Image Corporate Image Involvement Brand Trust

Nostalji Eğilimi Duygusal Bağlılık Marka İmajı Kutumsal İmaj Tüketici İlgilenimi Markaya Olan Güven

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